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The upfront seems set for one of those up-and-down cycles. The annual TV and streaming advertising haggle has had a rash of rollercoaster years recently — 2020 and 2022 in particular — that provide a guide of sorts for how the 2025 upfront market may go.
Donald Trump’s tariffs have put the economy on edge just as TV networks, streaming services, advertisers and agencies are set to negotiate their year-long commitments — which has called into question ad buyers’ interest in making those commitments. That’s not to say that advertisers are likely to sit out of this year’s upfront market en masse, but they will look to amass a greater degree of flexibility in their upfront commitments and could push the upfront sellers to a breaking point.
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